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5 Specialized Features
to Enhance Your Learning
New coverage
1 in every chapter
of the fourteenth
edition shows how companies
and consumers are dealing with
marketing and the uncertain
economy in the aftermath
of the recent Great Recession.
Throughout the fourteenth
2 edition, you will find
revised coverage of the
rapidly changing nature of customer
relationships and new material on such
topics as customer-managed
relationships, crowdsourcing, social
networking, and consumer-generated
marketing.
From beginning
3 to end, a fully
integrated
customer value framework
captures the essence of today’s
marketing.
The enhanced-learning
4 design of the book features
annotated, illustrated chapter-
opening vignettes to introduce key chapter
concepts. For each chapter, the Objectives
Outline shows what students will need to
know and where to find it. The end-of-
chapter Reviewing Objectives and Key
Terms summary tie back to the chapter
objectives.
Updated annotated figures
5 and author comments
throughout each chapter
provide the authors’ insights on key points.
Learn to think like a marketer using:
? Study Plan. The Study Plan helps ensure that you have a
basic understanding of course material before coming to class by
guiding you directly to the pages you need to review.
? Mini-Simulations. Move beyond the basics with interactive
simulations that place you in a realistic marketing situation and
require you to make decisions based on marketing concepts.
? Applied Theor
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